How Capital One Makes use of ZoomInfo to Modernize its GTM


When your online business is serving the extremely various array of mid-market corporations within the U.S., amassing a provide of dependable information can grow to be a seemingly countless recreation of cat and mouse. 

The knowledge you want for efficient go-to-market is on the market. However the problem is chasing down the info — firm measurement, income, location, trade and extra — throughout a mishmash of state and native sources. 

That’s the issue Capital One’s Business Banking enterprise confronted earlier than it partnered with ZoomInfo. Right this moment, with ZoomInfo’s Information as a Service delivered into Snowflake, Capital One’s crew is ready to run a contemporary go-to-market movement, reclaiming huge quantities of prospecting time for its gross sales professionals.

“My job is to carry the data to our gross sales groups as simply as doable,” stated Andy Ruffles, director of gross sales operations and technique at Capital One Business Banking. “Now, as an alternative of 100 totally different gross sales groups coming to me with requests, we put the info in a single place. We give them a report, and so they can get it themselves — it turns into extra of that self-service mannequin.”

Ruffles mentioned the industrial banking crew’s digital information transformation just lately in an interview with theCUBE on the Snowflake Summit, alongside Amit Rai, ZoomInfo’s SVP of DaaS. 

Higher Information, Higher Outcomes

“After we began our journey with Capital One, they really had info for less than 15% of their low-end prospects,” Rai stated. “Once they partnered with ZoomInfo, now they had been in a position to phase near 70% of their low-end enterprise — from 15% to 70%. And that resulted in large ROI.”

Gross sales reps had been additionally utilizing spreadsheets to trace prospects and prospects, inflicting a disjointed and handbook course of to be much more difficult. Ruffles knew one thing needed to be executed, and he labored with Rai and ZoomInfo’s information providers crew to remodel their handbook course of into an simply accessible and continually up to date digital information repository.

Capital One makes use of Snowflake as a buyer information repository, the place ZoomInfo can present info on 32 million energetic companies in additional than 100 million U.S. places. 

“Upon getting that information, now you are able to do predictive modeling, now you are able to do net-new acquisition, now you possibly can serve the present prospects,” Rai stated. 

“We’ve had an extended journey with ZoomInfo that began with a quite simple use case and led to a way more streamlined and collaborative place,” Ruffles stated. “The following step is connecting third-party information with our first-party information and suggesting to our gross sales crew the place they need to be going utilizing automation.”

Designing a Profitable Information Technique

Accenture information reveals that 81% of companies don’t have a technique that makes full use of their priceless information. Rai contends that success in information technique typically hinges on robust inside alignment with the enterprise’ industrial drivers.

“Increasingly, chief information officers are aligning themselves to income outcomes, as a result of gross sales and advertising and marketing is the bloodline for an organization. That’s how the corporate grows,” Rai stated. 

Combining the ability of platforms like Snowflake and ZoomInfo may help corporations and groups of all sizes predict progress and convey higher alignment to gross sales, advertising and marketing, and operations by making a unified supply of reality for targets, metrics, and buyer personas. 

“Clients that use Snowflake and ZoomInfo are in a position to be prescriptive and proactive, quite than reactive,” Rai stated. 

Need your GTM engine to run as easily as doable? Request a demo at present. 


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